Xbox’s price increase for its Game Pass subscription last October – which went up by as much as 50% – was a big shock to many. We discussed it at the time, and it looks like our assessment was correct. Recent comments from Xbox’s chief strategy officer, Matthew Ball, during an interview with The Game Business, seem to confirm this.
I saw that Geoff Keighley tweeted about what Mike Ball said during the event, and it was pretty shocking! Apparently, the service lost millions of subscribers after the decision was made. If you needed any evidence that players really didn’t like it, that’s it right there – a huge number of people cancelled their subscriptions!
It’s great to see things have improved, and the brand is regaining our trust. They’re celebrating 25 years with a special Limited Edition Xbox Series X and controller, and there’s talk that their new Project Helix could compete with the PlayStation 6 in terms of graphics. Hopefully, the worst is behind them, and Project Helix will lead to a successful future.
According to Matthew Ball, Xbox lost “millions of subscribers” after raising the price of Game Pass by 50% in Fall 2025.
— Geoff Keighley (@geoffkeighley) June 8, 2026
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2026-06-09 07:41